Brooklyn Fare: Simple and Brilliant

I ran across these amazing items through links from Andrew Kelsall's blog (some great stuff to be found there, by the way).  This branding job is so amazing.  I love the brilliance of the simple design!  When you think about it, each of the images below has:

• One font.
• Two colors.

That's all.  Just those ingredients.  You'd think that would be boring, right?  Definitely not!  The design is so simple, but so ingenious.  I think it's usually the simplest designs that last.  And it's hard to design something that's simple and brilliant as opposed to simple and boring.  The designer behind this project, Steven Jockisch, definitely did it.

So that's my take on these designs.  And now I want you to enjoy the pictures.

Delightfully simple coffee cups.

Fun bag designs - love that white text on kraft paper.

Even the business cards are amazing.  So simple but so brilliant.

I hope you've enjoyed this fun glance into a brand... I am inspired by the color choices, fresh, modern feeling, and the type!  Ah, the type.  I love that font.

Please see the rest of the project here and read a little more about it.

What do you think of these things?  And do you all have any thoughts on the simple/brilliant concept?